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The Remarkable Market Stall
The document provides tips for having a remarkable market stall that stands out from competitors. It emphasizes the importance of effective display techniques like proper layout, organization, and cleanliness. Signage should be visible, legible, and communicate key messages like price, product information, and reasons customers should shop at the stall. Telling a story about the business through pictures and information helps customers connect with the vendor. Providing exceptional customer service through active engagement, sharing knowledge, and ensuring customer satisfaction is also highlighted as important for a successful market stall.
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The Remarkable Market Stall
- 1. The Remarkable Market Stall Jamey Coughlin Business Development & Economics coughljp@gov.ns.ca
- 2.
- 11. If you sawa purple cow, what would YOU do? • Stop • Take a second look • Come back again • Tell your friends • Talk about it
- 12.
- 14. The Remarkable MarketStall • Effective Display Techniques • The Right Signs • Tells a Great Story • Exceptional Customer Service
- 15. Ask yourself ONEquestion… • How can I make things EASIER for my customers?
- 16. and remember ONEthing… • The right mix of strategy, product, quality, display, merchandising techniques, pricing and customer service will make your market sales sizzle, and increase your profits and pleasure.
- 17. Today: • Display, Signage,Story & Service • Lots of information, ideas, pictures and questions • References:
- 18. Farmers' Markets are: • Growing in popularity • Lots of buzz in the press • Locavore was word of the year • More customers each season • Offer a sense of community, unique, fresh and quality products, connection with neighbours, shared civic values and lots of hugs...
- 19. Why bother withremarkable? Isn't pretty nice, best stall in town, worked for 20 years OK? Why is a constantly improving display important?
- 20.
- 21. • Consumers bombardedwith priorities, messages, information and advertising
- 23. Customers are stressed out! • Time • Money • RRSPs • Job • Kids • Health • Planet • Future
- 24. • New marketsand vendors • More people are NOT shopping at markets than shopping at them • Profitability / balance challenges • Local Food Trend gets customers to the market; but quality, experience and ease bring them back and coming to YOUR stall
- 25. Good News! • Challengescommon to all retail • Lots of simple tips and tricks • They work
- 26. Effective Display Techniques
- 27. BASICS • Layout • Organization •Appearance • Cleanliness
- 28. Table Layout • Shallowis better than deep • Parallel to traffic flow is better than aisles, alcoves or obstructions • Product should be accessible Make it Easy!
- 29. Increase customer reachwith layers
- 30. Angle product towardsthe customer
- 31. Layers give illusionof abundance
- 32. No bending! Kneeto shoulder height
- 33. Display similar productstogether… `
- 34. Produce different varietiesof the same product
- 35. Offer a varietyof sizes…
- 36. Is your stallclean? • Garbage? • Unattractive containers? • Your own food and purchases? • Are storage containers in good shape?
- 37.
- 38. ONLY NUMBER ONEQUALITY • Freshness is why people shop at farmers’ markets • Product should be first quality, anything less should be marked • Keep it cool enroute and at market • No amount of marketing or merchandising will make up for poor quality
- 39. Make it easy •Easy to see while passing by • Easy to see at the stall • Easy to find what they want • Easy to reach • Easy to purchase
- 40. NEVER lose asale because... • A customer couldn't see what they were seeking • You left a 1/2 eaten lunch on the table • You tried to sell product that you knew you shouldn't bring to market • A customer saw you treat unsold product like compost the week before
- 41. To really kickit up a notch... Appeal to your customer’s SENSES!
- 42. Pile it highand watch it fly!
- 43. For eye appeal,mix up the color
- 44. Small details liketables cloths and baskets matter
- 45. Be creative ifyour product cannot be displayed
- 46. Use aroma todraw attention… Smell Me!!!! Smell Me!!!!
- 47.
- 48. Sampling & freebeessell products
- 49. Don't forget thesense of humour
- 50. Additional Display Tips • Leverage all the senses • Change with the seasons • Balance abundance with clutter • Continuously restock displays • As you run out, reduce display size
- 51. The Right Signs “A display withouta sign is a sign of no display.”
- 52.
- 53. Every product needsa price sign…
- 54. Visible, Legible andEASY • The vast majority of customers will not ASK about prices • If in doubt, they will keep walking...
- 55.
- 56. Will customers blockyour signs?
- 57. Don’t forget totell them who you are!
- 58. Sign construction • Avoidwhite background – it draws the eye away from your products • Best coloring is black on yellow OR green, red or black on off-white • Laminated signs! • can be changed as needed • Keep lettering neat • NEVER be negative!
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- 60.
- 61. Beyond price... • Usingsigns to communicate a meaningful message
- 62. What kind ofinformation? • Why are you special? • What's in it for the customer? • Why should they believe you? Make it Easy!
- 63. Understand what youdo great! • Emphasize one or two key ideas: • “The apple pie guy” • “The heirloom tomato people” • Any more and customers get confused CONFUSION DOES NOT EQUAL EASY
- 64. What is init for the customer? Features are the • Facts • Figures • Practices • Details “So What?”
- 65. Features Benefits Slippery Peel “So What” Creates great laughs Soft & Mushy “So What” Easy for kids to eat Potassium “So What” Reduce cramping
- 66. Overt Benefit You TRIPLE the effectiveness of your marketing efforts by OVERTLY communicating your customer benefit What they will Receive, Enjoy, Experience In exchange for their Time, Trouble, Trust and Money
- 67. Be crystal clear: NEVERlet a customer say NO because they don’t understand what you’re offering
- 68. Reasons to Believe? • Farmers' Markets have a head start • Wavering confidence in the food system • Listeriosis, Melamine, E.Coli, Salmonella • Food Miles, Climate, Efficiency • Michael Pollan Factor • People don't know what to believe
- 69. What is aremarkable RTB for your product, stall & business? 1. Common Sense Argument 2. Personal Experience 3. Verification/Pedigree 4. Customer Testimonials 5. Guarantee
- 70. Ideas • Empirical Data - 3 out of 4 think.... • Contests – Winner of ______ Award • Stories – our baker trained in France at... • Wall of Testimonials • Cred by association – served at Bistro • Cred by association – studies and research • Demonstrations – cooked weight of meat vs. frozen burgers
- 71. Message • Why areyou special? • What's in it for the customer? • Why should they believe you? • Position yourself above the crowd, and be remarkable!
- 72.
- 73. Stories • Who weare, Who others are • We crave stories / oral tradition and human connections • Plot, Characters & Emotions • Good stories are passed on • The material value will lessen, the story value will increase
- 74. Tell YOUR story •Help customers get to know you • Put a face on food • Pictures, family, visits, videos, website Make it Easy!
- 75. Storylines • Adventures for Sale • Togetherness, Friendship & Love • The Market for Care • The Who-Am-I Market • The Market for Peace of Mind • The Market for Convictions
- 76.
- 77. • Great storiesand REAL meaning are the small, sustainable operation’s UNFAIR COMPETITIVE ADVANTAGES! Can a locally grown, certified organic blueberry, home-baked pie…
- 78. be traded for2 backstage passes to see the Rolling Stones?
- 79. Stories • Stories arethe ultimate marketing and authenticity tool • Humans are hard wired for stories • When we hear a great story, we retell it • Stories connect your customers to you and your products to your customers lives
- 80.
- 81. Top 5 FMcustomer annoyances: • Vendor can not make change • Vendor fails to acknowledge customers • Long, slow line forms at the stand • Vendor is chatting with friends, other vendors or other customers, long wait • Vendor talks on cell phone while serving customers!
- 82. Body Language isCRITICAL! •57% of Communication is visual • Smiling? Arms crossed? Sitting? Making Eye contact? Eating? Distracted?
- 83. Tips • Pay attention to your appearance • Engage customers ASAP • Give them 100% attention • Be reliable • Share your knowledge • Go the extra mile • EXPRESS GRATITUDE
- 84. Are you activelypromoting? • What is coming in future weeks? (make sure they come back!) • Provide or ask for meal ideas using ingredients (participation) • Make suggestions and WANT the sale • Are you using your regulars to influence new customers?
- 85. Seek and MeasureSatisfaction • A satisfied customer tells fewer than 5 people • An unsatisfied customer tells more than 10 • Ask questions, do surveys, do taste tests, document results and make changes • Raise the bar • A sales drop shouldn't be the first sign of a problem!
- 86. Understand and Anticipate Customer Demands • How are they using your products? • When? Entertaining? • WANT or a NEED? • Are they eating right away? • Where are they shopping mid-week? • What are they doing after market?
- 87. Find Your Niche Mostly Satisfied Somewhat Unsatisfied
- 88. The New Rules •The old rule was this: Create safe products and combine them with great marketing. • Average products for average people. Commodities... • The new rule is: Create remarkable products that the right people seek out.
- 89. Affordable Indulgence Participation Calm Powerlessness Dignity Price Celebration Environment Quality Children Experience Safety Climate Guilt Health Skills Collaboration Hope Social Justice Community Importance Status Complication Income Time Local Farm Viability
- 90. Important Questions • What are their stresses? • What are their values? • What are they doing with your product? • How can you serve them better than their current options?
- 91. How? • Talk, Talk, Talk!!!! • Get contact info • Do a survey • Build a group of trusted advisors • Read magazines, go to restaurants
- 92.
- 93. Selling Strategies forLocal Producers : http://extension.missouri.edu/explore/agguides/hort/g06222.htm
- 94. Selling Strategies forLocal Producers : http://extension.missouri.edu/explore/agguides/hort/g06222.htm
- 95. The Remarkable MarketStall • Effective Display Techniques • The Right Signs • Tells a Great Story • Exceptional Customer Service
- 96. It goes backto ONE question • How can I make things EASIER for my customers? So Make it Easy!
- 97. and ONE thing… •The right mix of strategy, product, quality, display, merchandising techniques, pricing and customer service will make your market sales sizzle, and increase your profits and pleasure.
- 99. Resources • NSDA BusinessDevelopment & Economics • www.gov.ns.ca/agri/bde/ • Sales Strategies for Local Food Producers • http://extension.missouri.edu/explore/agguides/hort/g0 6222.htm • Growing for Market; F.M. Sample Issue • http://growingformarket.com/categories/20071227